3 ways brands connect the customer experience across in-store and digital channels

This is a great article discussing how the consumer and their journey to purchase has changed. With omni-channel solutions, clienteling solutions, brands offer their customers the ability to offer a seamless shopping experience between online and in-store. Continue below to read the article found on SmartBrief

Consumers are shopping across both digital and brick-and-mortar channels, which means that brands must find ways to connect the shopping journey. Offering shoppers the opportunity to research products and deals online before entering the store allows them to be more focused when shopping, said Deloitte’s Abigail Slark during a recent presentation.

As brands and retailers adapt to this “new normal” in terms of the shopping experience, they are evolving their digital offerings and better ensuring that consumers are able to navigate across channels. Check out the following examples of how brands are connecting the customer experience between brick-and-mortar and digital shopping.

1. Creating a continuous journey Rather than differentiating between channels, some companies are creating a continuous journey between physical stores and the online environment. “There is no online and there is no offline,” said Hershey’s Doug Straton at the company's recent Analyst Day. “If you think about these businesses as binary choices, then you completely miss the point in regards to digital,” he said.

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